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Ross Simmonds Profile picture
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31 Dec 20, 8 tweets, 4 min read
Top 5 Marketing Threads of 2020:

1) How Masterclass thrives on SEO
2) Stripe’s brilliant content strategy
3) Shopify’s growth engine revealed
4) Adobe’s unshakable brand moat
5) Snowflake’s PPC to IPO strategy

Bookmark them all 👇
The content marketing & SEO masterclass being put on by @MasterClass in front of your eyes:
The underrated content excellence happening at @stripe and how content thrives in their growth engine:
Deconstructing how @shopify has grown to become one of the most important players in ecommerce on the back of smart content:
Adobe is one of my favorite SaaS / Cloud growth stories. The brand is under attack by incumbents but it’s holding strong due to community:
How @SnowflakeDB went from PPC to IPO on the back of smart advertising and niche distribution.
Your likes & retweets led to more than 400k views on these threads so thank you so much for all the love.

What can you expect in 2021?

More threads and more in depth analysis to go with them.

Just like the essay about Canvas’ backlink empire:
foundationinc.co/lab/canva-seo
Want an exclusive first look at these essays before they go live?

Get on the @FoundationIncCo mailing list to get the research and analysis before your competitors:

content.foundationinc.co/insights

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More from @TheCoolestCool

Ross Simmonds Profile picture
28 Sep 20
Hubspot launched the Website Grader in 2007.

Today, Hubspot's Grader gets 25k+ organic visits /mos, has 1.2M backlinks and assists in the acquisition of millions of dollars in revenue each year.

This product changed the marketing industry & Hubspot.

Let's dive into it 🧵👇 Image
The original app was created by @dharmesh after he and @bhalligan became tired of manually evaluating the sites of prospective Hubspot customers.

They’d manually determine:

Are there links to the sites? Is there a blog? How often are they writing? Are SEO basics covered? Etc.
Then one day... In @dharmesh's own words:

"Out of my own personal laziness and obsession with AUTOMATING ALL THE THINGS"

They took this app and turned it into a public facing tool for people to get a report on how good their website was.

It was a hit. Millions have used it.
Read 17 tweets
Ross Simmonds Profile picture
16 Sep 20
It's IPO Day for Snowflake. ❄

They might not be a household name but they've done a great job building a customer base in their niche.

Boasting an impressive $532M ARR, a HUGE valuation and more than 13M organic visits a year.

Let's talk about how they did it [THREAD🧵] $SNOW Image
One of the most tried and tested methods for capturing value is good ol fashioned ads.

Snowflake has done an excellent job leveraging paid media to capture value where their audience is spending time.
More than 120 ads running against different keywords.

via @SimilarWeb Image
One of the biggest mistakes brands make when running PPC in SaaS is just sending prospects to the homepage & hoping for the best.

Smart brands create pages tailored to the keywords used by the searcher and align content with intent.

Pages like this aren't flashy BUT THEY WORK. Image
Read 16 tweets
Ross Simmonds Profile picture
4 Aug 20
The Gig economy is real and @fiverr is winning.
They're not just selling $5 gigs. Avg spend is $177.

Some facts:
2.5 million buyers in Q1 2020
$107 M revenue (+42%)
43M /yr organic visits
58M backlinks
$3.5B market cap

Why are they winning? A great content engine.
[THREAD] 🧵 Image
Thousands of people every day use Google to find:

Logo designers, photo editors, video editors, voice over services, photo corrections, website designers and more.

Fiverr strives capture all of this demand by matching the searchers up with supply (sellers) using their site.
In Q1, 2.5 million users bought services through Fiverr.

The number of services they offer through their marketplace is robust and ridiculously impressive.

From Anime Music Videos to App Store Optimization -- There's a Fiverr service for everything.
Read 16 tweets
Ross Simmonds Profile picture
17 Jun 20
One of the most inspiring business pivots of the last decade (and impressive companies) has to be @Adobe's shift from licensing to offering services on the cloud.

But what's also impressive is how they've attracted users and businesses with marketing excellence [THREAD] 🧵
Let's look at the Adobe landscape:

3.4B backlinks
57M+ visits a month
877,000 YouTube subs
Rank for 10M+ keywords
6M combined Twitter followers
$39M+ worth of organic traffic

Oh. Ya can't pay bills with traffic.. I know.

Look at this. $200B Market Cap. 💰😲 $ADBE
Adobe has an interesting predicament where they sell multiple products across a wide range of use cases:

Photoshop, Acrobat, Reader, Illustrator, Spark, Reader, Advertising Cloud, Magento, Behance & more.

Maintaining all of these brands requires content & community excellence.
Read 25 tweets
Ross Simmonds Profile picture
8 Jun 20
Stripe is known for product excellence. The team has consistently launched products that are loved & thrive.

It's a key reason they're valued at $36 billion.

But they should also be known for content & community excellence. It's why they get 1M+ mos visits. [THREAD] 🧵
When most marketers think about content marketing they think about three things: blog posts, landing pages & lead magnets.

That's a broken perspective.

Content strategies must go much deeper than tactics & start with an understanding of your audience.
At Stripe; the audience is developers.

Stripe's laser focus on serving (truly SERVING) developers gave them rapid growth and the support from developers from the start.

Read 19 tweets
Ross Simmonds Profile picture
26 May 20
Masterclass is valued at more than $800 million.

It's well known for attracting teaching talent like: Shonda Rhimes, Spike Lee, Aaron Sorkin, Stephen Curry, Simone Biles & more.

But what also should be applauded is the masterclass they're putting on re: content & SEO. [THREAD]
You can't deny their results folks...

Organic Traffic: ~1.5-2M Visitors
Referring Domains: 12,000
Facebook: 1.7M Followers
Instagram: 2.1M Followers
YouTube: 654,000 Subs
Twitter: 58,000 Followers

So how are they doing it?

Celeb power? Yes.

But that's not it...
Some of the marketing efforts they're nailing:

> Search Engine Marketing
> Intent Based Content Marketing
> Storytelling w. Social Media & Paid
> YouTube Pre-Roll (You've seen them)
> Facebook Advertising & Remarketing
Read 17 tweets

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